...Writing & Rhetoric March 27, 2013 Old Spice Advertisements are a powerful thing. They persuade the reader to think what they want them to think, want what they want them to want and believe what they want them to believe. When a company produces a commercial, their main goal is to get their product they are showcasing to sell. According to BusinessDictionary.com, advertising is, “the activity or profession of producing information for promoting the sale of commercial products or services”. Old Spice is a prominent American brand of male hygienic products. The first Old Spice product was intended for women, introduced in 1937. Old Spice for men followed in 1938. The first advertisement I chose was published in 1945 the advertisement shows a man’s shaving kit with the logo “FOR THAT AMERICAN FEELING OF WELL BEING”. The second advertisement I chose was published in 2010 this advertisement is for a man’s deodorant with the logo “Residue is Evil STOP IT”. The Old Spice advertisements capture men by reaching out to their needs and giving them the ideal of what they should smell like. The first advertisement is focused mainly on the product, which is the first thing you notice when you look at this advertisement. The top half of the backdrop is black, which allows the product to standout. The products are displayed staggered. In the top left corner you see two bright red boxes with the white bottles of Old Spice Talcum for men and Old Spice After- Shave Lotion in front of them...
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...Advertisement Analysis For my ad analysis, I choose an Old Spice ad for their deodorant and body wash. In this analysis, will elaborate on the target market, whether the product satisfies a need, want or demand, whether the ad conveys the value that the product will offer to the customer, where the product falls on The Product/Market Expansion Grid, whether it addresses the marketing mix, the marketing position of the product, whether the product addresses any macroenvironmental issues, and finally if the ad is effective. Who is the Ad Targeted At This ad is targeted at young adults and men. It is evident that the ad is targeted at men just by the manly aura it conveys. The ad shows a man with a muscular physique in a bath tub riding a motorcycle made out of suds from soap with a woman sitting on the edge of the bath tub. The ad is also evident that it is targeted towards men is because the Old Spice products that are advertised in this product is intended for men. Need, Want, or Demand This product satisfies a want because it is not a necessity for most consumers. A want is described as a desire for a particular product we use to satisfy a need in specific ways that are culturally and socially influenced. In our society, it is expected of us to practice good hygiene. So, it is a necessity to purchase products that practice good hygiene. However, buying Old Spice products is a want because consumers are not expected to buy Old Spice products. Conveying the Value of the Product ...
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...Old Spice is an American brand of male grooming products. It is manufactured by Procter & Gamble, which acquired the brand in 1990 from Shulton, Inc. Shulton, Inc., the original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz. History The men's products were dominated by shaving soap and aftershave lotion, marketed with a nautical theme. Sailing ships in particular were used as a trademark. The original ships used on the packaging were the Grand Turk and the Friendship. Other ships used on Old Spice packaging include the John Wesley, Salem, Birmingham, Maria Teresa, Propontis, Recovery, Sooloo, Star of the West, Constitution, Java, United States, and Hamilton. In an attempt to gain market share in the competitive bar soap business, a field...
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...Old Spice is a world-renowned deodorant and body wash brand nowadays however this was not always the case. Only recently (as recent as before 2010 in fact) through the creation of a new ad campaign from Proctor & Gamble for Old Spice has its popularity grown so immensely that it is now the number one selling deodorant worldwide. Prior to the ad campaign the Old Spice product had a stigma associated with it that it was only meant for old people since it is an old product (brought to the shelves in 1934). The younger generations seemed to think that since their fathers and grandfathers used the product it was outdated and reminded them of them which may not be particularly what a man wants since he would like to create his own identity thus making Old Spice into an unwanted product. The revival of Old Spice was through an innovative and creative ad campaign created by Wieden & Kennedy (W&K) advertising agency. They utilized the massive network of online users on popular mediums such as Facebook, YouTube, Twitter, and other social networking and video streaming sites giving them access to billions of people around the world instantly. The campaign, lead by the current face of Old Spice, ex-NFL star Isaiah Mustafa, was an instant success and turned viral as planned. Within the first 36 hours the YouTube views had reached over 23.2 million. With the technology available today information can travel instantly from one source to another. Instantly, that’s the key word. This is because...
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...MASCULINITY: CRITICAL ANALYSIS OF A VISUAL ARTIFACT Visual Culture Essay 2 Module 2 Wessel Viljoen 090029 Genieve Eloff Thursday 14h00 Word Count = 860 TABLE OF CONTENT Pages LIST OF FIGURES…………….....……………………………………………iii 1. INTRODUCTION………………………………………………………………..1 1.1 What is Musculinism…………………………..………………………..1 1.2 Branded Masculinity…………………………………………………….1 2. MASCULINISM AND ADVERTISING………………………………………...2 3. CONCLUSION…………………………………………………………………..3 4. BIBLIOGRAPHY………………………………………………………………...4 LIST OF FIGURES Page Fig 1 Old Spice, The Man Your Man Could Smell Like, 2010. ………………….2 INTRODUCTION 1.1 What is masculinism? Masculinity is a word that describes an idea generated by the media of what it entails to be a man. According to Cohen(2001:5) “a gender is formed by shared beliefs or models of gender that majority of society accepts as appropriate”. Gender ideals are socially constructed in specific historical and cultural context and changes over time and location. As identified by Brannon (1976) being a hegemonic masculine male entails four main themes: (i) No Sissy Stuff: men must never resemble women or display stereotypical characteristics of a woman. Kimmel (2001:35) suggests that “Homophobia is a centralised principle of our cultural definition of manhood.” (ii) The Big Wheel: the ability of real men to obtain wealth, fame, success and status. Typically determined by occupation. (iii) The Sturdy Oak: manliness...
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...in your smellf,” this is Old Spices catch phrase for their Old Spice Champion ad. When it comes to selling a product Old Spice tries to make the costumer think that if they get their product it will change them. Can think of a company that uses weasel words more than Old Spice does with their advertisement? Old Spice tries to make it seem as if, by purchasing their product, you will all of a sudden have a much more glorious life. Old Spice is notorious for misleading an audience into buying their product. They have multiple commercials where they use doublespeak to try and make their product sound better. Old Spice also frequently uses weasel words as well as doublespeak to get people more interested in their product. Lutz said this about weasel words, “Weasel words appear to say one thing when in fact they say the opposite or nothing at all.” (Lutz 310) Lutz describes doublespeak as, “It is a language which makes the bad seem good, the negative seem positive, the unpleasant to seem attractive, or at least tolerable. “ (Lutz 304) Old spice has multiple commercials making false claims of how you can be changed by their product. As a consumer of any product you must be aware of what ads trying to sell you. Old Spice Champion is trying to get people to “Believe in your smellf.” Many consumers buy Old Spice Champion for misleading reasons, but no consumer should ever buy Old Spice Champion because of the lack of knowledge of weasel words. The Old Spice commercial with NFL wide...
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...This image of men is meant influence more women to purchase Old Spice products by using pathos. The most popular commercial Old Spice that has ever aired was Isaiah Mustafa instructing women to compare their boyfriend/husbands to himself and to realize their partner is not as masculine nor sexual. The Old Spice team figured if women recognized their partner were not as good-looking as Isaiah Mustafa then they would buy the product to close the gap between the two men’s differences. The product commercials are constantly performing pathos in this way and also by using famous people and actors, the advertisements are using ethos to show credibility in the product. While appealing to women by using sexualized men in the way of gender roles, it...
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...University of World and National Economy Department: Economics in English STUDENT PAPER Topic: Old Spice (Social Media Impact on Marketing) Year 2012 Content 1 What is Social Media 2 2 Classification of social media 3 3 How does social media work 4 4 Why is social media so popular 5 5 Social media and marketing 6 6 Old Spice – the Company 7 7 Marketing Strategy 8 8 The beginning of “Smell like a man, man!” campaign 9 8.1 It’s not about Social 10 8.2 Define the right strategy before defining the digital agenda 11 8.3 Leave room for experimentation, even failure 11 9 The Post-Old-Spice principles of social media marketing 11 9.1 Create a persona that is strong and on point 11 9.2 Seed social networks with invitations to interact 12 9.3 Engage the engaged, the famous and the influencers 12 9.4 Personalize the response and people will compete for inclusion 13 9.5 Make it episodic and easy to share 13 9.6 Keep the videos simple and short 13 9.7 Promote it with tie-ins offline 14 10 Conclusion 14 11 Sources 15 What is Social Media It is a revolutionary way of communicating with the audience. It includes web based and mobile technologies, making communities, organizations and individuals interact. Social media is defined by Michael Haenlein and Andreas Caplan as: "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated...
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...POSITIONING STATEMENT FOR “OLD SPICE” The “Smell like a Man, Man” campaign: The “Smell like a Man, Man” campaign is an advertising campaign in the United States created by ad agency Widen + Kennedy for the brand “Old Spice”. Old Spice is a division of Procter & Gamble that offers a product line of men’s grooming products, including antiperspirant, deodorant, body wash, body spray, and fragrance which consists of cologne and after shave at a cheap price. Its main brand competitors in the market are Axe, Gillette and Dove for Men. In recent years there has been a huge hype to social media for means of marketing and advertising for many companies. Old Spice is a perfect example of this. The “Smell like a Man, Man” campaign, featuring the handsome “Old Spice Guy” (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. The ad was one of the most talked about commercials and helped to boost Old Spice sales during a period of intense competitive activity. This campaign wasn’t only about television ads, but involved also social media like Facebook and Twitter, where Old Spice invited customers could submit questions to be answered personally by the Old Spice Guy. Youtube was also in the game, this happened because nearly 200 personalized video responses to the questions were created and posted on YouTube, including those to Ashton Kutcher, Alyssa Milano and ABC anchor George Stephanopoulos, creating...
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...My favorite commercial is the Old Spice commercial that starts with a man in a shower and ends with him on a horse. Even after studying the film terms and how things are shot I just couldn’t figure out how this was shot, so I did some research to find out. I just had to know! Here is what I found and it worth the time to watch, it is so cool. http://www.youtube.com/watch?v=VDk9jjdiXJQ The entire commercial is filmed in one take. There are no voice-overs. It is all a medium shot. The first scene is a man in a shower holding the product in question. They use a crane to remove the shower and drop a sweater onto his neck, but it is done so fast you can’t tell and he is suddenly on a boat. The item in his hand appears to turn from one thing to another right in from of your eyes. They are then careful to keep the camera just above his waist level and he is slid onto a horse so in the next shot he has moved from the boat to a horse. It looks almost impossible to be done without computer editing. It is amazing, but there is almost no computer graphics used. Clever scripting, great camera angles, and an awesome set are what make this commercial stand apart from the rest. As Leo Laporte says “this commercial just makes you want to smell like this...
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...That is the opening statement of the person advertising old spice. The commercial sells a male scent product called “old spice.” The scent is supposed to motivate men to achieve greater economy and social status as stated by the person advertising the body wash. The main character is a well-built man with a deep voice who I believe got used so as to keep the women addressed interested in the commercial hence the use of an attractive man. Smell like a man has been used to emphasize how a real man should smell like and not like a woman. The scene opens with the man in the shower then transitions into a boat and finally on a horse. The transitions are made and the person using “old spice” may have achieved all this by using the scent. The scenes are also beautiful and appealing, and they motivate the viewer and more preferably the women to encourage...
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...There are several companies that have undergone an organizational shift in structure to choose from in unit VI. Marvel, Nintendo, General Motors and old spice are a few companies that interested me this assignment. Marvel being the first choice as families enjoy watching blockbuster movies together. Ultimately, the company I’ve chosen is now relevant to customers of any age. We will take a look at old spice as it can be concluded more customers want to smell good than whom like movies based on comics. Old Spice has completed reinvented itself from being the brunt of an Oldman joke to now being one of the most successful deodorant/antiperspirant brands. The Old Spice brand was manufactured by the Shulton Company and the first old spice product...
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...Hi Everyone, For this discussion, I chose my three advertisements as: A. Old Spice: The Man Your Man Could Smell Like B. “We Can Do It!” (Propaganda Poster). C. 1984 Apple’s Macintosh Commercial (HD) As in the Old Spice: The Man Your Man Could Smell Like – This advertisement and the concept here is selling that of a smell that is of a manly persuasion and not that of a flowery feminine fragrance. If he would shower with my soap, the gentleman in the commercial is stating that your man would not appear to be that dapper as he is. The dapper man is trying to sell a body wash product in convincing that your man too would appear to portray the man in the commercial, as he is commenting, “look at your man, now back at me”. He is questioning...
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...com/watch?v=cKhqUOncefY Old spice says, “Turn your boy into a man” which means they are attempting to give the impression that their products defines being a man. Therefore saying you can define yourself through their product. Make your smell speak for you to set a tone for who you are. This brand of men’s unique range of fragrances is designed to have you prepared for your toughest whatever it may be. The Old Spice brand gives you confidence to be the man you want to be when applied. Old Spice has many different products like body wash, bar soap, shampoo and conditioner, deodorant, cologne, and trimmers and shavers. This brand of men’s beauty products promises to attract women. This specific advertisement tells a story...
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...Does Old Spice Body Wash make men more attractive? While the scent is aromatic, the product itself will not guarantee luxuries that their commercials say you will get. The commercial I am referring to is the one narrated by Isaiah Mustafa, also known as, “The Man Your Man Could Smell Like.” This body wash does not have the magical powers that are fundamental to making you rich, famous, or better looking. The only thing this bottle of soap can do for you is make you not smell like a foot. Commercials like these use rhetorical strategies to persuade the audience to buy their products. They use ethical appeals to convince an audience of the author’s credibility or character, and they also use pathos to invoke sympathy from an audience. This thirty...
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